Walmart the latest to stop its ads on X

Walmart ads will no longer be featured on X, the platform formerly known as Twitter.

The retailer confirmed to Bloomberg News that they “aren’t advertising on X as [they’ve] found other platforms to better reach our customers.”

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Between the start of the summer and the beginning of November, X CEO Linda Yaccarino claimed advertisers had been returning. As of last month, 90 of X’s top 100 advertisers from 2022 had returned. In total, some 1,700 advertisers returned during this last quarter.

Walmart was the second-most visited site on Black Friday with just over 25 million visits, which decreased traffic by 10%, according to Similarweb’s analysis of the top 716 e-commerce sites. It remains the number one retailer in the U.S. with nearly $500 billion in sales last year alone.

Musk has long considered new ways to make money for X — including selling off old handles that have fallen out of use. Currently, when an X user has not appeared on the platform for a month, the account is considered inactive. After that, their account is vulnerable to being removed or possibly purchased.

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This effort came some months after Musk offered a paid verification process. Once an account pays for verified status, their posts are allowed to be longer, they can edit posts, see reduced ads, and are ranked higher in conversations. Musk has offered many subscription-based services on the app in an apparent attempt to add revenue for the platform that lost advertisers when he took over.

October marked one year since Musk took over X as owner. Yaccarino had an advertising background before being brought on as the CEO to replace Musk.